APRIL 27, 2003
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Q&A: Charles J. Fombrun
"There is a direct correlation between reputation and market capitalisation. Reputation has to be treated as an asset, measured as an asset." Thus spake Charles J. Fombrun, reputation guru, Professor at New York University's Stern School of Business, and Founding Director of the Reputation Institute. For more, log on.


Q&A: Keith Smith
Keith Smith—not to be confused with a Hot Springs Arkansas-based egg marketer by the same name—lives in Hong Kong, as the boss of an idea-hatchery. More specifically, as the Regional Chairman of the Asia pacific operations of TBWA. His most significant 'business coup'? Swinging the Wonderbra account.

More Net Specials
Business Today,  April 13, 2003
 
 
Bird Land

Where a World Heritage Site fails to attract winter visitors from the colder north, a corporation's environmental management initiative gives migratory birds a place to roost.

Green's new champions: For once, big business was on the right side of the effort to save threatened bird species
SELECTION
Chocolate Chick

I can see the refinery's gas-flare while we are still 10 kilometres away from Mathura. This is no ordinary refinery. The Indian Oil Corporation's 8.8 million metric tonnes a year refinery at Mathura, one hour from Agra, and located in the sensitive Taj Trapezium Zone on National Highway 2 processes low sulphur crude oils from Bombay High and Nigeria and high sulphur crude from West Asia. Oil refineries bring out the worst in green activists. This one has been accused of having played a large part in effecting a change in the colour of the Taj-from milky white to yellowish-white. But it isn't the refinery, or the Taj, or its colour I am interested in-it is in the much-studied concept of migration.

The Book of Jeremiah has a line that says "The stork in the heavens knoweth her appointed time; and the turtledove, and the crane, and the swallow, observe the time of their coming". And the flight of quail that saved the Israelites from starvation during their march through the Sinai is now accepted to be a fallout of the mass migration of birds from their breeding grounds in eastern Europe and Western Asia, and their winter home in Africa. The trip to Mathura has everything to do with migration and little to do with religion, although the city encompasses all of ancient day Brindavan, where the Hindu God Krishna once frolicked.

How The Refinery Went Eco-Friendly...

» By providing unleaded petrol to Delhi since March 1995...
» By supplying low sulphur diesel in the Taj Trapezium area since July 1996...
» .By making low-sulphur petrol since July 1998...
» By switching entirely to low sulphur diesel since August 1999.

...And Helped These Migratory Birds

Bar Headed Goose (Anser indicus)
Pintail (Anas acuta)
Common Teal (Anas crecca)
Mallard (Anas platyrhynchos)
Gadwall (Anas Strepera )
Wigeon (Anas penelope)
Garganey (Anas querquedula)
Northern Shoveller (Anas clypeata)
Red crested pochard (Netta rufina)
White eyed pochard (Aythya nyroca)
Tufted pochard (Aythya fuligula)
Common sandpiper (Tringa hypoleucos)
Yellow Wagtail (Motacilla flava)
Yellowheaded Wagtail (Motacilla citreola)
Grey Wagtail (Motacilla cinerea)
White wagtail (Motacilla alba)

Not too long ago, I would have had to travel a further 100 kilometres by road to experience the phenomenon of migration first-hand. Keoladeo National Park, popularly referred to as Bharatpur Bird Sanctuary is a world heritage site and usually the destination of thousands of migratory birds. But birds need water and Keoladeo is reeling under the effects of a drought that has hit the state of Rajasthan.

At least some of the birds have found an alternate home-the five 1,800 square metre polishing ponds attached to the effluent treatment plant at the Mathura refinery. The ponds are located in the 18,000 square metre ecological park at the refinery-a park where the Bombay Natural History Society has recorded a total of 96 winged species, including 30 migratory ones. I'm not favourably inclined to oil companies but have to admit that the park is g-r-e-e-n; and the presence of the birds, and their nests in the polishing ponds clearly reflects the low level of pollution at the refinery. There are northern shovellers, pintails, tufted pochards (all migratory species), and resident waterfowl, spot billed ducks, herons, ibises, egrets, and painted stork. The local birds have been around ever since the ecological park came up in 1993, but the migratory species are recent additions, a consequence of the drying up of Bharatpur. ''The ecological park at the Mathura refinery can rival any bird sanctuary in India,'' gloats M.S. Ramachandran, the Chairman and MD of IOC. He then proceeds to rattle off the environmental certifications and awards collected by it: the ISO 14001 and the Golden Tech Environment Excellence Award in 2000, 2001, and 2003.

Safe haven: The park at Mathura refinery has proved a major boon for the migratory birds
The ecological Park at the Mathura refinery : Sanctuary!

At the core of the avian-friendly ambience of the Mathura refinery is an 'eeteepee' as employees term it, a modern effluent treatment plant (ETP). This works on three levels: physical, to separate oil and water; chemical, to remove sulphides; and biological to facilitate biodegradation of organics, the removal of settleable solids, and natural aeration. The polishing pools, for those who'd like to know their eeteepees, form the last stage in the effluent treatment where the water surges from an underground pipe of one metre through tiled flooring. The pond is divided into five parallel channels by means of bunds. All the five bunds are kept in series and an average depth of 1.5 metre is maintained. Here the water is subjected to sedimentation in a clarifier where by natural aeration and symbiosis of underwater plants and micro-organisms. The major chunk of the treated effluent is recycled for various uses in the refinery resulting in conservation of fresh water. The remaining part is let in the river Yamuna and the Barari minor canal. That description may sound like gibberish to some, but to avid natural historians it is as sweet a birdsong as they're likely to hear in India. Says Asad R. Rahmani, Director, BNHS: ''It was a wonderful experience to see nearly 3,000 waterfowl in the safe havens of the ecological park.''

As I leave the refinery, I remember that an acquaintance and fellow hobby-naturalist had once narrated a similar story-of the Chennai-based Amalgamations Group's sprawling manufacturing facilities at Sembiyam on the outskirts of the city serving as a nesting ground to birds, both resident and migratory, that couldn't find a clean patch of green or water anywhere else. I wonder, do these birds, here and in Chennai know that they have big business to thank?

TREADMILL
Looser Pants=Better Health

What's your BMI?" I asked an acquaintance recently and she looked indignantly at me as though I'd committed an impropriety. We were talking about fitness and exchanging notes about our respective gyms when I casually asked her the B question. And got the said response. It took me a few seconds to realise that she didn't know what I was talking about. Indeed, many of my fellow gym-goers, who assiduously line up at the gym's industrial contraption that passes off as the weighing machine, have remarked that they didn't know what their BMI was. Or rather what BMI is. So here's a quickie on BMI.

BMI or body mass index is the ratio of your weight to your height. And it has become the standard measure of whether you're obese or not. BMI=Kg/m2. That is, your weight in kilograms, divided by the square of your height in metres. A few years back, a group of British researchers studied 7,700 men (aged 15-plus) and found that for the average male, the optimal BMI for good health is 22. That would be a six-foot man weighing 72.5 kgs. That, dear reader, is a very lean man. The researchers also found that men with higher BMIs experienced more health ailments. And the same holds true for women. Here's what your target BMI should be.

Underweight=Less than 18.5
Normal weight=18.5 - 24.9
Overweight=25 - 29.9
Obesity=BMI of 30 or greater

Yet there's a caveat. BMI can be misleading if you're packed with lean muscle because muscle adds to your weight and hence the numerator of the ratio becomes larger, yielding a higher BMI. In fact, a serious body-builder (or even someone who does regular weight training at least three times a week along with a cardiovascular session thrown in each day), could be healthy with a BMK of as high as 26. Still, even body-builders whose BMI approaches 30 are at risk.

What's the risk? Plenty. A high BMI puts you at risk for heart disease, diabetes, high blood pressure, gall bladder disease, and even some forms of cancer. Scared? Check your BMI now and take the remedial measures. And if your maths is rusty, go to any one of these two sites to calculate your BMI with a click of the mouse:

http://www.halls.md/body-mass-index/av.htm
http://www.phaster.com/unpretentious/bmi.html

And if your BMI is well beyond 25, I'm sure you know what to do-exercise regularly and watch your diet.

 

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